Microsoft bought Massive Inc. in 2006 in a bid to get in on the big growth expected in the advertising medium.

Massive Network delivers ads via broadband that can be changed in real-time. A billboard in a game may have an ad for Coca-Cola one day and the same billboard could be promoting the release of a new movie.

EA senior director of in-game advertising Shelby Cox said in a statement, "EA is committed to providing both great entertainment experiences for gamers and effective advertising solutions for brands and marketers."